I have previously expressed my amusement at packaging labelling (oh yes, it’s all party party party around here!). Recently I’ve been noticing something new – an increase in the use of meaningless multipliers. Let me explain…
First, take my make-up remover wipes. Actually don’t take them, I need them, just look at them:
I don’t know if you can read the small black print on there, but it says “2 doses of cleansing milk”. To the best of my knowledge, a dose is not a specific amount in itself, and nowhere on the packaging do they tell us how how much one dose of cleansing milk is, therefore stating that there are two doses is completely meaningless.
And look at these crisps:
Twice flavoured indeed (and yes Mike, flavoured has a “u” in it). It seems to me it would be more efficient to just put enough flavour on in the first place rather than having to do it twice.
UPDATE - FOLLOWING A COMMENT MADE BY ONE OF MY FOLLOWERS BELOW, I CONTACTED KP SNACKS, THE MAKERS OF MCCOYS ULTIMATE CRISPS TO FIND OUT WHAT IS ACTUALLY MEANT BY “TWICE FLAVOURED” AND THEY REPLIED “Our Ultimate McCoy’s are flavoured before being fried and then again after frying to give that ‘extra’ flavour to them”. SO I THINK WE CAN GIVE THEM THAT ONE, I CAN SEE HOW THAT MIGHT HAVE A GENUINE PURPOSE. ALSO, THEY REPLIED WITHIN 24 HOURS AND ACTUALLY ANSWERED THE QUESTION WHICH CAN’T BE SAID FOR ALL CUSTOMER SERVICE DEPARTMENTS, SO I SEND EXTRA POINTS TO KP SNACKS FOR THEIR EXTRA FLAVOUR!
My laundry liquid says “3 x Cleaning System” :
Does anyone have any idea what “3 x Cleaning System” means? I certainly don’t, and there is no explanation on the back either about it. Just the usual instructions, warnings, and reassurance that the queen is a fan of products made by this company – I always insist that my household products have that royal stamp of approval, if it’s not good enough for the queen then it’s not good enough for me right? :
My hair conditioner boasts “Triple resist x 3″ So does that mean 9 times resist then? And what is it resisting? Close scrutiny I expect.
In fairness to this conditioner, it does attempt to explain what triple resist means with a little list of three things further down:
2. Nourishes from root
3. Feels stronger
I’m not convinced that those three things actually work as an explanation for “Triple resist x 3″ though – Number 3, “Feels stronger”, surely that’s an outcome of numbers 1 and 2 working well? But I guess we’re not meant to over-think any of these meaningless multipliers, we’re just meant to believe that we’re getting a few times more of something than we would usually expect to get.
Have you noticed any meaningless multipliers cropping up on your packaging?